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Powering Deeper Personalization with AI
The document discusses the importance of AI in achieving deeper personalization in marketing strategies, highlighting that 89% of businesses are investing in personalization. It outlines a maturity model for organizations to progressively enhance their AI capabilities and emphasizes the use of data for audience segmentation and predictive analysis. Acquia's Lift platform is presented as a tool for managing personalized content and optimizing customer experiences across various channels.
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Powering Deeper Personalization with AI
- 1. Powering Deeper Personalization withAI January 23, 2020
- 2. SPEAKERS Jonathan Weber Director ofData Platforms Bounteous Eric Fullerton Sr. Product Marketing Manager Acquia
- 3. 89% OF BUSINESSES ARE INVESTINGIN PERSONALIZATION. - FORRESTER
- 4. PERSONALIZATION MATURITY CRAWL Lower effort, fastresults WALK Requires more content and data, but higher impact RUN More time & complexity, highest impact potential
- 5. RIGHT BRAIN &LEFT BRAIN Mathematics Logic Facts Language Analysis Creative Feelings Art Rhythm Imagination
- 6. IT’S RELATIVELY EASYTO GET STARTED CRAWL Geolocation Marketing Campaigns Visit Frequency Device / SystemPages ViewedBrowsing Behavior
- 7. ENTERPRISE BANK ANDTRUST New users in markets with acquisitions +198% New users +97% Website goal completions +309% Contact form completion +26%
- 8. BUT IT’S EASYTO GET STUCK FROM THERE CRAWL Lower effort, fast results WALK Requires more content and data, but higher impact RUN More time & complexity, highest impact potential
- 9. HOW DO WE RECOGNIZETHESE PERSONAS? By using data and artificial intelligence.
- 10. PERSONALIZATION AT SCALE Seattle Chicago LOCATION Atlanta NewYork Tennis Soccer SPORT Football Baseball Coach Parent ROLE Player Advisor Amateur Professional DEGREE Avid Established $90k+ INCOME $80k+ $250k+ $150k+
- 11. PERSONALIZATION AT SCALE Seattle Chicago LOCATION Atlanta NewYork Tennis Soccer SPORT Football Baseball Coach Parent ROLE Player Advisor Amateur Professional DEGREE Avid Established $90k+ INCOME $80k+ $250k+ $150k+
- 12. PERSONALIZATION AT SCALE Seattle Chicago LOCATION Atlanta NewYork Tennis Soccer SPORT Football Baseball Coach Parent ROLE Player Advisor Amateur Professional DEGREE Avid Established $90k+ INCOME $80k+ $250k+ $150k+
- 13. NARROW AI –“ACCELERATED” INTELLIGENCE DECISION MAKING PREDICTIONUNDERSTAND DATA
- 14. PERSONALIZATION MATURITY MODEL Noorganization can jump from zero to a fully-automated, machine learning system that dynamically determines next best actions in the moment. We use a maturity model to assess your current state, understand where you want to be, and then help build a crawl-walk-run roadmap to get you there.
- 15. HOW DO WEUSE ARTIFICIAL INTELLIGENCE? For exploratory analysis, to… – inform design and focus testing – surface and refine personas – understand journeys and cross-channel behavior To drive activation – segment audiences and predict behaviors to… – provide personalized content in digital experiences – reach new audiences and influence existing audiences through marketing and advertising
- 16. INFORMING MEANINGFUL CONTENT ANDFEATURE DEVELOPMENT Key segments identified based on web behavior 7
- 17. AI FOR EXPLORATORYANALYSIS Journey Analysis – Higher education client – How do users progress? – When do they proceed down the desired paths and where do they deviate? – What are opportunities to intervene? Landing Pages Degree Programs Homepage Admissions Military Search Results Transfer Students Student Experience About Tuition Request Info A B C
- 18. AI FOR EXPLORATORYANALYSIS Content/Feature Importance – Retailer of industrial parts – What content or functionality is most important to user conversions? – Where should we focus design efforts and testing? CONCEPT PRIORITY Update Cart High Get Assets High Initiate Search Medium Refine Search Medium Gather Info Low
- 19. AI FOR EXPLORATORYANALYSIS – Exploratory analysis with AI requires some foundation of Measurement & Analysis and Customer Profiles – It further enables Integrated Channels and helps prioritize Optimization & Testing and Intelligent Content
- 20. AI MODELS INACTION Audience Segmentation & Lookalikes – Calculate segments for personalization and targeted marketing – Lookalikes aren’t just about matching demographics — they’re users who are likely to behave similarly – Target lookalikes to get new users from advertising, and use models to classify new users from other sources as data takes shape
- 21. AI MODELS INACTION Conversion Prediction & Targeting – Compete for maximum share for high value audiences – Reserve branded advertising budgets and get right to the point with personalized content for high value audiences
- 22. AI MODELS INACTION Lifetime Value + Purchase Prediction – Clothing retailer – Identify high, mid, and low value segments – Shift spending on advertising in different ways across those segments to maximize the value of advertising
- 23. AI IN ACTION –Requires a degree of Integrated Channels and capabilities for Optimization & Testing – Further enables building robust Customer Profiles with additional data on audiences
- 24. HOW TO DOIT: ACQUIA + GOOGLE + +
- 25. HOW TO: DEVELOPAI MODELS Google platform tools – from business user to data scientist/engineer AutoML BigQuery ML AI Platform
- 26. PERSONALIZATION AT SCALE Seattle Chicago LOCATION Atlanta NewYork Tennis Soccer SPORT Football Baseball Coach Parent ROLE Player Advisor Amateur Professional DEGREE Avid Established $90k+ INCOME $80k+ $250k+ $150k+
- 27. HOW TO: DRIVEPERSONALIZATION Website Lift Profile Manager Analytics 360 BigQuery AI Platform PATTERN RECOGNITION SEGMENTATION PERSONALIZED CONTENT REPORTED INTERESTS Mobile OBSERVED BEHAVIOR
- 28. HOW TO: COORDINATECHANNELS Website Lift Profile Manager Analytics 360 BigQuery AI Platform PATTERN RECOGNITION SEGMENTATION PERSONALIZED CONTENT REPORTED INTERESTS Display & Video 360 Mautic TARGETED MARKETING & ADVERTISING Mobile CRM In Store OBSERVED BEHAVIOR
- 29. Introducing Acquia Lift 3 2 1 PersonalizedContent Deliver personalized content to both known and unknown visitors in real time Campaign Management Easily track and manage all your campaigns from a single UI Segment Builder Segment your visitors based on a variety of criteria in order to deliver targeted campaigns 4 Campaign Builder Quickly create and schedule A/B/n tests and targeted personalization campaigns 5 Lift Analytics Make data-driven decisions based on visitor behavior Improve customer engagement by delivering a personalized experience
- 30. What Makes AcquiaLift Different (And Better?) ✹ Create personalization in three simple steps ✹ A/B testing and targeting with no code ✹ Scheduling capability enables small teams ✹ Superior multi-lingual personalization ✹ Optimized for Drupal ✹ 6 Open APIs for integration
- 31. How Lift Optimizesthe Customer Experience PROFILE DATA MANAGEMENT CONTENT SYNDICATION PERSONALIZATION ACQUIA Profile ManagerContent Hub Experience Builder
- 32. Which Personalization SolutionShould I Choose? CONTENT REPOSITORY WEBSITE USER TRACKING PERSONALIZATION ENGINE
- 33. ACQUIA ACQUIRES AGILONE AgilOne Joins Acquia’s DXPProduct Suite – Harnesses the power of customer data – Delivers the ML and AI marketers need to make informed decisions – Provides a single view of the customer – Helps marketers deliver immediate value through personal experiences across every channel – Provides a unified data intelligence layer for the Acquia Marketing Cloud
- 35. WRAP UP – Usewhat you have, but plan ahead to build future capabilities – AI builds on and helps scale from rule-based personalization – Tools for AI range from business user to data scientist – Personalization should be extended across channels
- 36.